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Manufacturer plans to grow its PS40m turnover.

Byline: MANUFACTURING Ruth Lognonne ? 0191 201 6139 ?

HEARING aid battery manufacturer Rayovac plans to grow its turnover of more than PS40m as it continues to expand sales in emerging overseas markets.

The Washington-based firm, which saw its product shipped to almost 100 countries in 2012, says it expects to see double-digit growth in 2013.

Rayovac, a division of the US-based Spectrum Brands, is the manufacturer of the world's best-selling hearing aid battery and exports to countries across Europe, the Middle East, Africa and Asia Pacific from Washington.

"We've had an impressive run of success in recent months," said divisional vice-president Vince Armitage. "Our global market is growing daily and 85% of our sales are now through export alone.

"We have the ability to manufacture for the world's total requirement of hearing aid batteries but we're constantly competing against major players like Duracell and Energiser. "The reason we are number one is because we're focused on this particular type of battery. We've invested millions of pounds in the business in recent years; we opened our new battery production line last year and we're looking for double-digit growth in 2013 on the back of this.

"We're also bringing in new equipment this year as we work more and more with emerging markets in China, the Middle East and Turkey."

The company launched its mercury-free, environmentally-friendly range a couple of years back, and has been looking at different ways to increase the power that can be derived from an increasingly-shrinking battery. "We're highly optimistic that our business will continue to grow," said Armitage. "There are lots of opportunities to sell a product that is aimed at the elderly as everyone is living a bit longer and becoming increasingly health conscious."

The company received the Queen's Award for Enterprise for the second year in a row earlier this year. This was in the international trade category in recognition of its achievements in overseas markets.

The Queen's Award was one of several successes for Rayovac, which has seen the business win four awards in recent months.

These include the EEF North East Outstanding Export Award at the EEF Future Manufacturing Awards 2012, as well as Eco-Product of the Year for its mercury-free hearing aid batteries at the 2012 In Business Sustainability Awards. Rayovac's commitment to developing environmentally-friendly technology saw it win the Eco-Efficiency Initiative of the Year at the same event for work at its sister factory in the US.

Lastly the company also picked up an export award after impressing judges at Business Insider Group's manufacturing Made in the North East Awards.

There are lots of opportunities to sell a product that is aimed at the elderly as everyone is living a bit longer


EXPANDING Rayovac's divisional vice-president Vince Armitage says he expects to see double-digit growth this year as the company exports globally
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Title Annotation:Business
Publication:The Journal (Newcastle, England)
Date:Jan 3, 2013
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